ETHICAL CONSIDERATIONS.

The focus for this new collection is inclusivity as Damson Madder currently only go up to size 16 which in this modern society is not satisfactory. The average UK women size is a 16 and mosts brand tend to only go up to this size, therefore many brands are missing out on the opportunity to produce more of a inclusive range , for example size 18 plus(Turner,2019).As Damson Madder only go up to size 16 they will benefit from going up to size 18 onwards as it will attract a different demographic as well as increasing their customer base, making them more appealing to consumers who struggle to find cool and unique clothing in bigger sizing .

There are currently many brands that do provide a wider range of sizing.One in particular is a UK small business called Hissy Fit. Hissyfit is a small business that started in Birmingham that is ethically and sustainably sourced. They use deadstock or vintage fabrics and make use of what they can hence the limited number of items they can make. As well as this they start from size 2XS to 6XL which is really good to see considering a small business. (Hissyfit,2023). Another example of a size inclusive brand is Lucy&Yak who’s sizing starts from a size 4 and goes up to a size 32, which is a really extensive range and not many uk brands will go up to this size. If Damson Madder were to go up to this size they would become more appealing and more people would consider shopping there .